Roger Hampel
Photo Credit: VfL Wolfsburg
VfL Wolfsburg has announced a new partnership with SanLucar, a globally active company specializing in fresh fruit and vegetable products. Under the agreement, SanLucar becomes an official partner of both the men’s and women’s teams at Wolfsburg, supplying fresh produce, smoothies, and juices across club facilities including the Volkswagen Arena, AOK Stadion, and training grounds.
Benjamin Hoppenz, Sports Coordinator at VfL Wolfsburg, acknowledged this focus, stating that balanced nutrition is essential for enabling athletes to perform at the highest level. The club also views the partnership as an opportunity to raise broader awareness about healthy eating habits, both internally and among its fanbase.
Retail Integration and B2B Marketing Strategy SanLucar VfL Wolfsburg SanLucar VfL Wolfsbur
Beyond its involvement on the training ground, SanLucar will also integrate the Wolfsburg brand into its in-store retail presence across its trade partner network, using co-branded marketing materials and visuals featuring players from both the men's and women's teams.
The collaboration will include:
In-store visibility in fruit and vegetable sections of retail partners
Digital marketing campaigns and social media activations
Exclusive customer engagement events and VIP experiences for fans and clients
This multi-channel marketing approach positions SanLucar to boost brand recognition, leveraging the reach and credibility of a professional football club to strengthen its appeal among health-conscious consumers.
Armin Rehberg, CEO of SanLucar, outlined the company’s long-term vision for the collaboration, emphasizing that the partnership is about more than brand promotion.
“We want to promote healthy eating and spark enthusiasm for our products. Sport—especially professional football—and high-quality, fresh produce are a perfect match.”
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